Change the World Essay Example

Martin Luther King Jr., Fuller, Einstein, Ted Turner, Eahart, Ali, Picasso and Van Gogh. These figures are renowned in entertainment, politics/social activism and specific scientific fields. By associating its products with famous people through this unique brand awareness campaign that is commonly used by global companies like Nike, Pepsi and Coca-Cola as well as new entrants seeking to generate interest in their products; Apple gains consumer recognition. This type of advertising helps consumers differentiate similar products and is important for companies to stay ahead of competitors in mature markets or among global companies.However, the "Change the World" advert by Apple Inc. goes beyond merely creating brand awareness. It shares similarities with other brand awareness commercials, such as having a quiet audio track, a single announcer, black and white footage, and no explicit product references. However, it also intrigues viewers about Apple's product offerings. The Chiat/Day Advertising Agency and Steve Jobs argue that the intention of the advert was solely to promote Apple as a brand. Chiat/Day Advertising Agency has a history of success in understanding its target market segment.

The purpose of this commercial is to establish a positive ethos by using well-known historical figures to inspire viewers to associate themselves with these icons and strive for greatness through purchasing and using Apple Inc.computers. Despite being labeled as "crazy" or "misfits," individuals who aspire to advance humanity will ultimately gain popularity - an idea embodied by early Silicon Valley pioneer Steve Jobs.

One notable aspect of this advertisement is how words and images work together seamlessly. These visuals and accompanying vocals stimulate the viewer's imagination more than a typical advertisement can achieve. Through precise synchronization, when certain

terms are mentioned, corresponding images flash on the screen. For example, Einstein is shown when "crazy" is mentioned, Dylan appears for "misfit," and Martin Luther King Jr."The commercial features famous individuals like Ali, Turner, Lennon, Otto, and Fuller. The announcer acknowledges that people may have varying opinions about them - quoting, disagreeing with, glorifying or vilifying them - but they cannot ignore them. This parallels how Mahatma Gandhi is depicted in the commercial. Henson is portrayed as a genius while Van Gogh is seen as crazy, reflecting the public's perception of these figures. The commercial aims to make the viewer identify with each individual and the negative labels associated with them such as 'crazy' and 'misfits'. Apple encourages the audience to break away from the status quo and believes they possess the power to change the world. The phrase 'Think Different' reinforces this idea by representing the rules these geniuses will break on their path to glory through Apple Inc. The Chiat/Day Advertisement Agency wants viewers to view 'different' as an adjective or noun encompassing deviation from customary norms.The advertisement concludes with a vividly colored logo, creating a striking contrast to the black-and-white imagery featured throughout the rest of the commercial. This stark juxtaposition represents Apple's distinctiveness and sets it apart from others. By incorporating renowned historical figures, Apple establishes credibility and builds a positive ethos, which resonates with the audience. Furthermore, the use of derogatory terms such as 'misfit' and 'crazy' reinforces the message that Apple empowers individuals to embrace their unique qualities in a positive way. As a result, this commercial effectively generates favorable brand awareness and recognition for Apple Inc.